Eastern Floral's renovation of former Kindel furniture factory among winners honored at Neighborhood Business Awards

Lori Niedenfuer Cool | The Grand Rapids PressBing Goei sits next to the koi pond in his new Eastern Floral shop on the West Side of Grand Rapids at 818 Butterworth St. SW. View photo gallery of Eastern Floral's renovated locationEastern Floral's renovation of former Kindel furniture factory among winners honored at Neighborhood Business Awards

GRAND RAPIDS -- Fashioning Eastern Floral's new headquarters squarely on the city's West Side was more than a business decision for owner Bing Goei.

The location, at 818 Butterworth St. SW, puts the florist close to major highways and downtown but away from the high-rent district on the other side of the Grand River. With more room than he needed for his retail showroom, production and office operations, Goei is turning an unused 10,000 square feet into low-rent space for fledging entrepreneurs.

"We wanted to create a community for small businesses to succeed," said Goei, who is encouraging his tenants to hire from the surrounding West Fulton neighborhood.

It's that kind of thinking that earned him the Logie Award, making him one of the people, businesses or groups honored by the Neighborhood Business Alliance's 2009 Neighborhood Business Awards on Thursday.

Named after former Grand Rapids Mayor John Logie, the award highlights efforts of neighborhood advocates.

The transformation of the former Kindel furniture factory has been dramatic. So far, Goei has spent $2.5 million to sandblast much of the sprawling building, revealing its aged wood floors, light brick walls and thick ceiling beams.

He has contrasted the industrial space with artwork and water elements, including an eye-catching Koi pond that gives the space an urban chic aura.

"We love the building but it took us two years to figure out what to do," said Goei, who originally considered tearing down the facility.

With 75 percent of his orders coming in by phone or via his Web site, easternfloral.com, Eastern Floral's new location is convenient for the florist's delivery business. But the building also is giving the florist an opportunity to freshen his brand.

Goei says he is surprised by people's fascination with the new headquarters. So many groups have rented out a 7,000-square-foot area inside his complex for events that it prompted him to scrap plans to turn the space into offices. Instead, he's invested more into this space, including high-end Chiavari chairs and a staging kitchen for caterers.

Goei says he has more ideas for the space that he'll introduce as more of the building and the 3 1/2-acre site is renovated.

People have asked Goei if he is worried that some of the vandalism and robbery that has been problem in the older neighborhood might spill onto his property.

"I say that's the wrong perception. The only thing different about this neighborhood is that the people don't have as much money," said Goei, who hasn't had any problems.

"My neighborhood has been very appreciative of our efforts," said Goei, adding that he hopes his investment in the property will spark a revitalization.